One Great thing about Google is that they are constantly adding to their products and changing things to try and make them the best possible. You never know when you’re going to log on and find an aspect of your favorite program that you didn’t know about before. The downside is that most people have only scratched the surface of what’s available. Even if you regularly use PPC you may have no idea what AdWords quality score means. Google recently updated the way it calculates this score so it’s the perfect time to look into it.
So what exactly is this feature? Google is always trying to improve the quality of the services they offer. Sometimes successfully, sometimes not so successfully. One of these attempts is the AdWords quality score. Its job is to determine the quality of your ad campaigns and report it to you. When you check on your keywords in Google’s AdWords tool you’ll find a column labeled “Qual. score” in your keyword statistics section. In that column you will find different numbers listed beside your keywords, rating their performance on a scale of 1 to 10.
Google takes a number of things into account when it generates this score. This includes the recorded clickthrough rate of your keyword and your display URL and the overall CTR you’ve developed over the course of your account history. You’ll notice that CTR is a common theme, and research has determined that it’s probably the main factor driving quality scoring. To put it simply, a high quality score usually means a high CTR, while a low quality score means a low CTR. That’s oversimplifying things but it gets the basic point across.
So what does quality score mean? Since it tells you how well your keywords are doing you can use them as a quick guide to whether your campaigns are succeeding or not. You should change things up if you’re stuck with a low score. Higher scores are a sign that you are on the right track, though there’s almost always room for improvement.
You might be asking yourself why you should care all that much about this score. It’s a handy way to see how your ads are doing, but is it any more than that? The truth is that this number has practical ramifications. Google prefers ads that score higher and gives them better options when it comes to cost and placement by WME. The team at Google has decided that promoting relevant ads is in the best interests of everyone involved and is using this tool to push people in that direction.
As with every automated tool there are limitations. There are only so many variables a computer can track and algorithms don’t currently have very high levels of comprehension. Your quality score doesn’t tell the whole story. One computer generated number can’t replace a thorough audit. With that said you should always keep this number in mind. The higher you can get it the better. Keep your ads relevant and try to optimize your clickthrough rate and everyone wins.